Antecedents of Green Consumption Attitudes and Consequences for Intentions and Buying Behavior of Non-Pesticide Vegetable and Fruit Products

  • Titik KUSMANTINI Economic and Business Faculty UPN “Veteran” Yogyakarta, Indonesia
  • Heru Tri SUTIONO Economic and Business Faculty UPN “Veteran” Yogyakarta, Indonesia
  • Rini Dwi ASTUTI Economic and Business Faculty UPN “Veteran” Yogyakarta, Indonesia
  • Terstina EKAWATI Economic and Business Faculty UPN “Veteran” Yogyakarta, Indonesia

Abstract

Research on the sustainability of consumption or consumption of green products has become the focus of academics and practitioners. The focus of the study is on the consumption of green products, especially agricultural products such as non-pesticide vegetables and fruits in Yogyakarta. To test the hypothesis using SEM (Structural Equation Modelling) Analysis bases on PLS (Partial Least Square) Technique. The data collection technique was carried out by distributing questionnaires to members of the green community or non-pesticide vegetables and fruit consumers in the many modern markets, and the sample size is 244 green consumers. The test results produce empirical evidence that the three antecedents of green consumption attitudes are proven to have a positive and significant effect, but the effectiveness of green consumption variable is the most dominant factor. The consequences of a better green consumption attitude have also been shown to have a significant effect on the buying intentions or behavior of green products. The practical implication of the results of this study is to provide input for research partners namely the Women Farmers Group (KWT) that is aiming at green product segments as an appropriate step in marketing their agricultural products. Effective marketing communication efforts need to be built through advertising and product packaging programs that are able to increase green trust.

References

[1] Ajzen, I. 1985. From Intentions to Actions: A Theory of Planned Behavior. In: Kuhl J., Beckmann J.
[2] Ajzen, I. and Feisbein, M. 1980. Understanding attitudes and predicting social behavior.
[3] Akehurst, G., Afonso, C. and Goncalves H.M. 2012. Re-examining Green Purchase Behaviour and the Green Consumer Profile: New Evidences, Management Decision, 50(5): 972-988.
[4] Cheng, S., Lam, T., and Hsu, H.C. 2005. Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants. Journal of Hospitality Management, 24: 475-792.
[5] Fielding, K. S., Terry, D. J., Masser, B. M., and Hogg, M. A. 2008. Integrating social identity theory and the theory of planned behaviour to explain decisions to engage in sustainable agricultural practices. British Journal of Social Psychology, 47 (1): 23-48.
[6] Fryxell, G. E., and Lo, C. W. 2003. The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: An emp irical examination of managers in China. Journal of Business Ethics, 46(1): 45–69.
[7] Hanafi, J. et al. 2011. The prospects of managing environmental attitude‐intention‐behavior model in adolescents. Journal of Environmental Psychology, 31(4): 301–308.
[8] Kaiser, F. G., and Gutscher, H. 2003. The proposition of a general version of the theory of planned behavior: Predicting ecological behavior. Journal of Applied Social Psychology, 33(3): 586–603.
[9] Kang, J., Liu, C. and Kim, S. H. 2013. Environmentally sustainable textile an apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4): 442–452.
[10] Kinnear, T. C, Taylor, J. R., and Ahmed, S. A. 1974. Ecologically concerned consumers: Who are they? The Journal of Marketing, 38(2): 20-24.
[11] Lai, C. K., and Cheng, E. W. 2016. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1): 67–76.
[12] Lee, K. 2011. The role of media exposure, social exposure and biospheric value orientation in the environmental attitude‐intention‐behavior model. Journal of Environmental Psychology, 31(4): 301–308.
[13] Lin, S.-C. et al. 2015. Exploring the influential factors of manufacturers’ initial intention in applying for the green mark ecolabel in Taiwan. International Journal Precis. Engineering Manufacture Green Technology, 2: 359–364.
[14] Mostafa, M. M. 2006. Antecedents of Egyptian consumers' green purchase intentions: A hierarchical multivariate regression model. Journal of International Consumer Marketing, 19(2): 97–126.
[15] O’Fallon, M. J., Gursoy, D. and Swanger, N. 2007. To buy or not to buy: Impact of labeling on purchasing intentions of genetically modified foods. International Journal of Hospitality Management, 26: 117-130.
[16] Ottman, J. A., Stafford, E. R. and Hartman, C. L. 2006. Avoiding green marketing myopia: Environment, Vol-48, June.
[17] Pakpour, A. H. et al. 2014. Household waste behaviours among a community sample in Iran: An application of the theory of planned behaviour. Journal of Applied Social Psychology, 39 (12): 2985-3019.
[18] Paul, J., Modi, A. and Patel, J. 2016. Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29: 123–134.
[19] Peattie, K. 2010. Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35: 195-228.
[20] Persada, S. 2016. Pro Environmental Planned Behavior Model to Explore the Citizens’ Participation Intention in Environmental Impact Assessment: An Evidence Case in Indonesia. National Taiwan University of Science andTechnology: Taipei, Taiwan.
[21] Razif, M. 2016. Environmental impact assessment framework for ecolabel certification initiative in Indonesia: Case study of a rattan-plywood based furniture industry. International Journal Chemichal Technology, 9: 634–643.
[22] Sekaran, U. and Bougie, R. 2016. Research Methods for Business: A Skill-Building Approach. Seventh Edition, John Wiley and Sons Ltd, UK.
[23] Singh, B. and Jaiswal, D. 2017. Toward sustainable consumption: Investigating the determinants of green buying behaviour of Indian consumers. Wiley Business Strategy and Development. DOI: 10.1002/bsd2.12
[24] Straughan, R. D., and Roberts, J. A. 1999. Environmental segmentation alternatives: A look at green consumer behaviour in the new millennium. Journal of Consumer Marketing, 16(6): 558–575.
[25] Susanti, D.D. 2019. “Menuju “Green Economy” Pertanian. Koran Jakarta.
[26] Tan, B. C. 2011. The roles of knowledge, threat, and PCE on green purchase behaviour. International Journal of Business and Management, 6(12): 14.
[27] Uddin, S. F. and Khan, M. N. 2016. Green purchasing behaviour of young Indian‘s consumers: An exploratory study. Global Business Review, 17(6): 1469–1479.
[28] Van Liere, K. D. and Dunlap, R. E. 1981. Environmental concern: Does it make a difference how it's measured? Environment and Behavior, 13(6): 651–676.
[29] Wei, C. F., Chiang, C. T., Kou, T. C. and Lee, B. C. 2017. Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5): 626–639.
[30] Yadav, R. and Pathak, G. S. 2016. Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135: 732–73.
[31] Zint, M. 2002. Comparing three attitude- behavior theories for predicting science teachers’ intentions. Journal of Research in Science Teaching, 39 (9): 819-844.
Published
2021-03-29
How to Cite
KUSMANTINI, Titik et al. Antecedents of Green Consumption Attitudes and Consequences for Intentions and Buying Behavior of Non-Pesticide Vegetable and Fruit Products. Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 2, p. 420-428, mar. 2021. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/5963>. Date accessed: 11 may 2021. doi: https://doi.org/10.14505//jemt.v12.2(50).10.